Native Instruments Absynth 6
Weird by design
Native Instruments were re-releasing a legendary synth and came up with the line “weird by design”. I proactively concepted some big ideas to launch the it into the market. I paired up otherworldly visual artists (like weirdcore of aphex twin fame) with handpicked experimental music artists to create weird and wonderful content inspired by the synth’s black and green UI. The campaign helped reach sales goals for the synth in the first month of its re-release.
- Overall creative concepting
- Artist curation
- Design Direction
- End to end project ownership